A World Without Textiles

A reminder that life is hard without textiles.

Client: IKEA
Agency: McCann

A global campaign to launch IKEA’s yearly theme: textiles. Rather than indulging in a world of softness, we did the opposite — showing how hard life can be when there are no fabrics in sight. The campaign included a limited edition product range and a short film digitally embedded in that year’s IKEA catalog — which was delivered to more than 211 million people around the world.

Creative Director


Executive Creative Directors:

Linus Karlsson
Andreas Dahlqvist

Creative Directors:

Zack McDonald
Koen Malfait


Zorica Radovic
Shelia Johansson

Film Director:

Olivier Babinet


Brian Finke